When brand integration goes right

Mining a rather unusual source of inspiration, Mattel has turned to reality TV for its latest new concept. The El Segundo, Calif.-based toy manufacturer was recently featured on Donald Trump's TV vehicle The Apprentice (Mark Burnett Productions), and the design team came away from the experience with a brand-new R/C line called Morph Machines that was dreamed up and developed by a competing team of entrepreneurs.
The range is comprised of four cars and trucks that have customizable, interchangeable parts. They're designed to be smashed up and put back together again with new features like big-blown engines and pick-up beds. The Morph Machines line hits shelves in February 2005, with each SKU retailing for about US$30. Packaging will be co-branded with both the Tyco and The Apprentice logos.
The toyco wasn't expecting to get a new toy out of the deal, just some excellent publicity for its design team. But since the winning team's idea was such a good fit for the Tyco brand, the company tested the line with another kid focus group after the show's taping and found it was still a hit with boys.
And they said you couldn't measure product placement ROI... Next we'd like to see the Jacuzzi suit from the Simpson's hit the market.Courtesy of our sister publication Kidscreen, October Issue

Mining a rather unusual source of inspiration, Mattel has turned to reality TV for its latest new concept. The El Segundo, Calif.-based toy manufacturer was recently featured on Donald Trump’s TV vehicle The Apprentice (Mark Burnett Productions), and the design team came away from the experience with a brand-new R/C line called Morph Machines that was dreamed up and developed by a competing team of entrepreneurs.

The range is comprised of four cars and trucks that have customizable, interchangeable parts. They’re designed to be smashed up and put back together again with new features like big-blown engines and pick-up beds. The Morph Machines line hits shelves in February 2005, with each SKU retailing for about US$30. Packaging will be co-branded with both the Tyco and The Apprentice logos.

The toyco wasn’t expecting to get a new toy out of the deal, just some excellent publicity for its design team. But since the winning team’s idea was such a good fit for the Tyco brand, the company tested the line with another kid focus group after the show’s taping and found it was still a hit with boys.

And they said you couldn’t measure product placement ROI… Next we’d like to see the Jacuzzi suit from the Simpon’s hit the market.